New Ad Campaign Targets Small Business Owners' Passions and Emotions
JACKSONVILLE, Fla., Oct. 15 /PRNewswire-FirstCall/ -- Allstate Workplace
Division, a business unit of The Allstate Corporation (NYSE: ALL), announced
today it is launching a highly targeted advertising campaign to increase
awareness of the Division's line of supplemental insurance products. A
dramatic shift from the tone of Allstate's advertising, the campaign utilizes
images of speed, challenge and strength to capture the attention of small
business owners.
Images of motorcycles, football, fishing and other rugged activities,
combined with heart-pounding music or sound effects in the television and
radio components, compel viewers to continue watching, listening or reading.
The advertisements encourage small business owners to focus on their
recreational passions and interests and not to worry because Allstate will
take care of a less exciting aspect of their lives -- their company's employee
benefits, such as supplemental insurance.
"A new direction for Allstate Workplace Division, we're expecting the
launch of this creative campaign to increase awareness of our supplemental
insurance product offerings," said David Bird, president and chief executive
officer, Allstate Workplace Division. "We recognize that there are more
interesting things for these folks to think about than supplemental insurance.
Fortunately, Allstate Workplace Division can take care of employees'
supplemental insurance needs so that small business owners don't have to give
it a second thought."
Media buys are scheduled in national trade publications as well as select
television, radio and print media in Cleveland and Columbus, Ohio, Raleigh-
Durham, NC, and Nashville, Tenn. In addition, event marketing and direct mail
will complement the local advertising efforts in Cleveland and Raleigh-Durham.
Supplemental insurance is an individual health insurance policy or set of
policies that can be sold to employees at their workplace, with the
endorsement of their employer.
Allstate Workplace Division has grown significantly since Allstate
acquired it in 1999, expanding to a national presence with 24 Regional Sales
Offices operating in 49 states, Puerto Rico and the U.S. Virgin Islands.
Workplace marketing offers insurance products to employees at the workplace
through payroll deduction. More than 23,900 Allstate and independent agents
are licensed to sell Allstate workplace products, including universal life,
term life, and interest sensitive whole life, disability income, cancer,
accident, hospital indemnity and dental insurance.
Allstate Workplace Division is the marketing name for American Heritage
Life Insurance Company (an indirect wholly owned subsidiary of The Allstate
Corporation). Products are underwritten by American Heritage Life Insurance
Company. (c) American Heritage Life Insurance Company, Jacksonville FL.
The Allstate Corporation (NYSE: ALL) is the nation's largest publicly held
personal lines insurer. Widely known through the "You're In Good Hands With
Allstate(R)" slogan, Allstate provides insurance products to more than 16
million households and has approximately 12,500 exclusive agents and financial
specialists in the U.S. and Canada. Customers can access Allstate products
and services through Allstate agents, or in select states at allstate.com and
1-800-Allstate. Encompass(SM) and Deerbrook(R) Insurance brand property and
casualty products are sold exclusively through independent agents. Allstate
Financial Group includes the businesses that provide life insurance,
retirement and investment products, through Allstate agents, workplace
marketing, independent agents, banks and securities firms.
SOURCE The Allstate Corporation
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Related links:
http://www.allstate.com
Company News On-Call:
http://www.prnewswire.com/comp/109885.html
CONTACT:
Laura Margolis of Allstate Media Relations,
+1-847-402-5600
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